Abstract
The development of organic agriculture has been promoted worldwide to improve the nutritional health of families, and Ecuador is no exception. The aim of this research was to identify the behaviour and attitudes of consumers toward the commercialization of organic products in the city of Riobamba. This will help us to understand in what situations the consumers access these foods, the producer position in relation to the market, and to know their attitude towards these products. The study used a quantitative approach, and is descriptive, incorporating the deductive method and a non-experimental design. The techniques used were a survey as a source of data collection, with a sample including 195 consumers. Linear regression was applied to test the hypotheses; this made it possible to identify those demographic and cultural factors that determine, to a lesser extent, consumer purchase behaviour in regard to organic products. The study determined that motivation, emotions, and feelings are significantly related to the consumer’s attitude and purchase of organic products.